# Loan form page 1 with USPs, awards and time estimate: +9% completions

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Form design, Value proposition, Social proof, authority & press
- Date shared: 2019
- Test run by: [IMB Bank](https://liftarchive.com/practitioners/imb-bank/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/imb-bank/
- Page: https://liftarchive.com/test/imb-bank-personal-loan-form-page1-usps/

Adding USPs, awards, a time-to-complete estimate, clearer instructions and an easier layout to the first page of a personal loan form raised form completions by 9%. IMB Bank, an Australian bank, ran this test, and it was published as a VWO case study. All the changes shipped together, so the gain belongs to the set, not one element.

## Result

**+9% completions**

- Users completing the form: +9% during the test.
- After rollout, completions were up 12% year on year. That figure is a before-after comparison, not a split test.
- Sample size, duration and confidence level were not shared.

## Control

The first page of the personal loan application form, where about 37% of users dropped off.

## Variant

The same page with added USPs, award mentions, an estimate of how long the steps take, clear instructions at each step and a layout that was easier to move through.

## Why it likely won (our reading)

- Telling people how long the form takes lowers the fear of a long, open-ended application.
- USPs and awards remind applicants why this bank is worth the effort at the point they might quit.
- Clear step instructions and a simpler layout cut confusion on the page with the highest drop-off.

## Caveats

Bundled test: several changes went live together, so no single element can be credited. Sample size and duration were not shared, the 12% figure is a year-on-year comparison after rollout, and the data is from around 2019.

## How to run this test

- Hypothesis: If we add our key selling points, awards, a time-to-complete estimate and clearer instructions to the first page of our application form, then more people will complete it because they know what to expect and why it's worth finishing.
- Primary metric: Application form completions
- Guardrail: Drop-off rate on page 1
- Guardrail: Approval or qualified-application rate
- Guardrail: Time to complete
- Who should test it: Lenders, insurers and other lead-gen businesses with long, multi-step applications and a clear drop-off on the first page. It may add little if the form is already short or the first page isn't where people quit.

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Credit: IMB Bank ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/imb-bank-personal-loan-form-page1-usps/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.